PROGRESSIVE — OPEN THE HOUSE
Turning First-Generation Homeownership From Dream to Reality
Purpose Campaign & Community Activation
Timeline: 2023 – 2025
The Challenge
First-generation homebuyers face real barriers, especially lack of down payment capital. The wealth gap between homeowners and renters has never been higher. For families whose parents never owned a home, there's no generational knowledge, no family wealth to draw from, and no safety net. Awareness campaigns about financial literacy weren't going to close that gap. Progressive needed to put real money in real hands.
What We Did
Created the UpPayment grant program — direct financial assistance for first-generation homebuyers
Produced the "Inherit" hero film to shift the narrative around first-gen buyers
Launched Recipe for Homeownership dinners — education through trusted community messengers
Took the message on the road with a national truck tour meeting families where they are
Built a purpose alliance with the National Urban League for sustained impact
Meet people where they are — with what they actually need.
The Results
$1.35 million in down payment assistance distributed
$13,500 grants to 100 families
Partnership with the National Urban League
Live grant presentation at Roots Picnic
National truck tour across multiple cities
Let's Put Real Dollars Behind Real Impact.
Progressive didn't just talk about homeownership. They funded it. If your brand is ready to beyond awareness and into action, let's talk.